Nestlé Commercial First To Make Direct Pitch To Dogs

Nestlé Commercial First To Make Direct Pitch To Dogs

One of the world's largest pet food manufacturers said on Friday it had launched the first television commercial designed especially for dogs, using a high-frequency tone to grab their attention.

Kyana Gordon
  • 30 september 2011

Is advertising literally going to the dogs? Nestlé Purina, one of the world’s largest makers of pet food, would argue yes as the brand announced today that it has created a television commercial directly targeted at dogs. The ad set to air on Austrian television this week uses three different sounds: a high frequency tone, a squeak that is similar to that of a dog toy, and a high-pitched ‘ping’ to attract the attention of both their dogs and owners. The 23-second Beneful spot aired earlier on German television and on the Internet over the summer.

According to Anna Rabanus, brand manager of Beneful for Nestlé Purina PetCare Germany: “We wanted to create a TV commercial that our four-legged friends can enjoy and listen to, but also allow the owner and dog to experience it together.”

It’s not the first time Nestlé has made a direct appeal to canines. Last year, the company put up specially scented posters across Germany where dogs could sniff the scent of Beneful dog food while out for a walk. The biggest question is whether dogs can tell their owners which brand to buy because ultimately it is owners who are purchasing the dog food.  View the video below of a dog reacting to the commercial.



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